Time for niche projects: how corporate social responsibility is transforming

03.07.2025

Oleksandra Hnatyuk, Head of PR at EVA and EVA.UA

Since the start of the full-scale war, businesses have been actively supporting the state. But now is the time for a shift in approach: providing aid to the military and the country without connecting it to a company’s core business is no longer an effective strategy. Every company needs to find its niche in corporate social responsibility (CSR)—one that logically aligns with its operations and target audience.

From Spontaneity to Systematic Approach

CSR programs have evolved. Initially, they were associated with charitable donations, sponsorships, or responding to calls for help. While necessary, these projects were not systematic and lacked a strategic approach. Even before the war, companies began launching their projects that addressed the needs of their audiences (for EVA, these are women, mothers, and children).

The war accelerated this transformation. In 2022, many businesses—regardless of their sector—focused their CSR strategies and projects on supporting the army and addressing urgent humanitarian needs. This was a critical phase, where action had to be swift. It was often chaotic, but sincere and determined.

However, today—even in the context of a global crisis—effectiveness comes when a company operates within its area of expertise. This marks a return to the “niche” approach, which had temporarily taken a back seat after February 2022. Now, it allows businesses to address the needs of society, the military, and their audiences simultaneously.

Why “Niche” CSR Works Better

“Niche” corporate responsibility is not a limitation—it’s a focus that enables deeper impact. For the EVA retail chain, it makes sense to create projects related to the female experience, both in peacetime and during war.

For example, in 2023, in partnership with the Dignitas Fund, we launched the Defending the Beauty of Ukraine initiative, which raised UAH 8.7 million for training and equipping female drone reconnaissance operators. The project delivered 100 skilled specialists to the military and showed Ukrainian women: we stand with you—even on the front lines.

In May 2025, we are launching a new initiative—Mission: Life—in partnership with the NGO Zemlyachky, focused on supporting female combat medics. They will receive essential gear—from bulletproof vests to tactical footwear—designed for women’s physiological needs. This project isn’t just about the military; it’s directly about our audience. Women saving lives under fire deserve protection themselves.

At the same time, we continue our traditional CSR efforts at EVA in supporting children and healthcare institutions. After the missile strike on Okhmatdyt in July 2024, we joined forces with the “Tvoya Opora” Foundation and our customers to raise funds for medical equipment for the Center for Pediatric Cardiology and Cardiac Surgery, which was severely damaged in the attack. In January 2025, the center received a new surgical table and three intensive care beds.

This project can be seen as a continuation of our pre-war Orange Days program, adapted to today’s realities. Previously, we helped strengthen hospitals by supplying equipment—now we help restore them after enemy attacks. We've changed, as has the country, but our focus remains the same.

Fundamental Responsibility: Standing by Our Own

Beyond “niche” projects, EVA also provides systemic support through initiatives like the Operations Hub, which supplies household goods based on official requests. Over three years, we’ve fulfilled around 700 requests worth UAH 6.6 million.

We also support 397 of our colleagues who are currently serving in the military: the company has already allocated over UAH 1.5 million for purchasing equipment for them. And the daily meals for wounded soldiers in Dnipro—prepared at our corporate cafeteria—are a personal initiative of EVA CEO Olga Shevchenko. The company has already allocated over UAH 4.2 million to this project. Since the first days of the invasion, we've delivered more than 170,000 full meals to hospitals.

Since the start of the full-scale war, EVA and over 5 million of its dedicated customers have implemented 25 initiatives and contributed more than UAH 103 million to socially impactful causes.

Relevance = Impact

In wartime, social responsibility isn’t just about scale—it’s about relevance. No company can solve every problem, but each can solve its own. And when those solutions align with the expectations of customers, they become more than aid—they become part of the brand’s identity.

Strong companies become agents of change. After victory, they’ll be ready to face new challenges—with experience, partners, and developed competencies that will form the foundation for future projects that meet the evolving needs of society.